The company and especially its top management are the brand. The objective of your corporate social responsibility campaign is to externally promote brand imagery and build brand loyalty, community and brand commitment among consumer stakeholders, The communications plan should be written as an integrated marketing communications public relations consultant report to a client of your choice. See Chapter 2 of your text for details on IMC marketing plans. Your communications target will be the customer markets of this company. The strategy will involve relationship marketing, e.g., customer engagement. Articles on corporate social responsibility campaigns are found on Blackboard as attachments to the TERM PAPER assignment. They include Pfau, M. et al, (2008) “The influence of corporate social responsibility campaigns on public opinion,” Corporate Reputation Review, 11(2), 145-154 which is attached to the blackboard assignment. Importantly, the campaign plan must take into account research on consumer morality as a key part of your strategy. For input into your paper, articles have been provided on blackboard that describe consumer perceptions of morality, attitudes about moral reputations of advertising spokespersons, values and beliefs about moral issues, unethical practices, and moral obligations. References to each of these articles must appear in your paper. The client will be looking for important and relevant information about the company and its role in corporate responsibility issues as a basis for creative strategy for the communications campaign plan.
Your paper should provide references for understanding a company of your choice.
In your paper, describe the objective, procedures employed, your anticipated results and the integrated marketing communications implications for the company you study. Make abundant use of provided sources and references, including journal articles and books on corporate social responsibility. The report should address media selection, as well as communication marketing principles (see the text). Notes from your study may appear in your Appendix to the paper. The report should no more than 15 pages, double spaced, including. Appendices containing data. You will be graded on the soundness of your report. See especially the glossary for industry jargon to incorporate in your plan.